I think it's always good to attach A/B tests and other web analytics to individuals so you can go back and do this type of segmentation and analysis. A/B test s

I think it's always good to attach A/B tests and other web analytics to individuals so you can go back and do this type of segmentation and analysis. A/B test software like VWO is great, but when it comes to analytics and measurement, looking at real people (assuming you have an identifier for them) is much better than looking at pixel'd representations of a person. Attaching A/B test variations, sourcing data (UTMs), and other data to actual customer/user records in your database is a great start to understanding your results better. That allows you to do things like suss out "intent" (essentially conversion rate), "quality" (essentially LTV), etc. down the road and really understand the value of your tests and acquisition channels. I'm always surprised when companies with more than enough resources to do this don't do this.